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• Subtitling

Subtitling vs. Dubbing: Which is Right for Your Audience?

Jaclyn Lazzari

•

October 20, 2025

Dubbing Checklist

Ultimate Guide to Subtitles

When it comes to watching their favorite foreign language films, many viewers choose between two main viewing options – subtitling vs. dubbing.

These two options are largely dependent on the viewer, where they are from, and their viewing preference. Concisely, this is the difference between dubbing and subtitling:

No matter your preference on the subtitling vs. dubbing debate, as a producer and creator of foreign language video content, it’s important to distinguish between the two and understand which one fits best into your content workflow.

In this blog post, we’ll discuss more of the differences between subtitling vs. dubbing and their respective workflows. Ultimately, you’ll be better equipped with the knowledge to make the most informed decision about which video translation method is right for your organization.

Key Takeaways

• Subtitles show translated text while keeping the original audio, and dubbing replaces the audio with a translated voice track.
• Subtitling is cost-effective and boosts accessibility, while dubbing creates a more immersive and engaging experience.
• Choosing between subtitling and dubbing depends on your audience, content type, and budget.

Infographic

Click here to enlarge.

What is Dubbing?

While some viewers prefer watching videos with subtitles, others prefer following along with the dialogue in their native language.

Although similar, dubbing is not the same as a voiceover, which is used to inform viewers about the story and character and is used for creative storytelling purposes.

Dubbing should fit effortlessly into the video and for the most part, should feel seamless to viewers.

Dubbing Example

Here’s an example of the American television sitcom, Friends, dubbed in German.

Benefits of Dubbing

There are many reasons why viewers prefer to watch videos with dubbing. Some of the benefits include:  

• Portrays the emotion and tone of the original audio 
• Creates an immersive and engaging experience
• Viewers can solely focus on watching the video instead of reading text
• Useful for people who struggle with reading or cannot read 
• Viewers can multitask while listening to the audio 
• Easier to censor explicit content of the original audio

The Downsides of Dubbing

While dubbing offers an immersive viewing experience, it also comes with several drawbacks, including:

• Can be expensive and time-consuming due to translation, voice talent, and post-production needs
• May lose the authenticity and emotional nuance of the original performance
• Can alter or dilute cultural context and meaning
• Requires ongoing quality control to maintain consistency across languages and projects

3Play Media’s AI-enabled dubbing solutions address many of these downsides. By combining AI voices with expert human review allows content creators to vastly reduce costs and save time while maintaining high quality.

With a network of professional linguists worldwide, 3Play can ensure that the translation retain their cultural context and can maintain quality across dozens of languages.

Free Resource

Dubbing Checklist

This checklist provides an overview of key factors to consider when adding voice-over or dubbing to your next project.

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What is Subtitling?

In many parts of the world, like in Europe, the terms subtitles and captions are used interchangeably. However, in the United States we differentiate between the two. 

Subtitling is the process of translating the original audio within a video into another language. Subtitles are a textual representation of the audio and they’re intended for viewers who can hear the audio but cannot understand the language. They solely communicate the spoken language and not other elements like sound effects.

Captions, on the other hand, convey all audio elements, including sound effects, speaker identifications, and non-speech elements. Captions are written in the source language of the video (e.g. if the original audio is in English, the captions are written in English).

Subtitling Example

Here’s an example of a scene from the French film “Amélie” with English subtitles:

Benefits of Subtitling

There are many benefits of subtitling, such as boosting SEO and accessibility for d/Deaf and hard of hearing viewers. and reasons why a viewer might prefer subtitles. Some of them include:

• Preserves the authenticity of the original audio and performances
• Aids in focus and comprehension of the content
• Helps viewers with spelling and grammar
• Makes it easier for viewers to learn another language
• Provides a cost-effective alternative to dubbing for localization 

Downsides of Subtitling

While subtitling is cost-effective and accessible, it also has a few limitations:

• Can distract viewers from visuals by requiring them to read on-screen text
• May not fully capture tone, emotion, or cultural nuances in translation
• Can be challenging for viewers with visual impairments or reading difficulties
• Requires precise timing and formatting to avoid overlapping or hard-to-read subtitles

Free Resource

The Ultimate Guide to Subtitles

This eBook breaks down the different types of subtitles, how they work, and how to choose the right subtitling solution to make your video content more accessible and globally engaging.

Download the Guide

Subtitling vs. Dubbing: The Differences in Viewer Engagement

When it comes to connecting with audiences in their native tongues, preferences for dubbing versus subtitling can vary by country.

A study by Morning Consult revealed that respondents from Russia, Germany, Italy, Spain, Mexico, Brazil, and France largely favored dubbing for foreign language content, suggesting a preference for a more immersive experience.

Conversely, a greater majority of respondents in China, South Korea, India, and Japan expressed a liking for subtitles. This divide highlights the importance of catering to diverse preferences in an increasingly globalized media landscape.

While regional preferences are strong indicators of subtitling versus dubbing, the type of content you produce can influence which format is better for engagement.

In a survey conducted by Preply on viewing habits for entertainment content, 84% of respondents agreed that “subtitles retain the cultural authenticity of the content,” and they preferred to “hear the original actors’ voices and intonations.”

For educational content, for example, dubbing provides a more immersive experience, enhancing the emotional impact and comprehension of the content.

Subtitling vs. Dubbing Quiz

Not sure if subtitling or dubbing is best for your target audience? Take this quiz to find out!

Subtitling vs. Dubbing: The Differences in Workflow

No matter the viewers’ preference, when it comes to the implementation of dubbing vs. subtitles, the two are very different. Before deciding on which is best for your organization, you’ll first want to consider the costs, editing, publishing, and quality.

The Dubbing Workflow

Traditional dubbing is a complex process that typically requires multiple experts and steps.

1. Create a script: You’ll need to translate the dialogue into another language and synchronize the dub with the original language. Experts are recommended, as they’ll ensure the dialogue is accurately translated and synced.
2. Choose voice talent: Traditional dubbing requires voice talent. There are typically voice actors who specialize in dubbing and understand the process.
3. Recording: The recording process requires the most technical expertise and involvement of translation specialists, voice talent, and sound engineers to guarantee success. A professional recording studio with high-quality equipment is recommended.
4. Post-production: Finally, you’ll have to layer the completed dubbed audio track into the video. For this step, you’ll need both a sound and editing expert.
5. Publishing: Ensure the vendor you work with offers a variety of file formats that work for your publishing needs. In some cases, the vendor may be able to publish your content on your behalf.

To save on costs, the dubbing process must be well-planned and executed properly the first time around. If you have to book multiple sessions, it will cost more money, time, and effort.

Traditional dubbing can be an expensive process. According to Bunny Studio, a simple video can cost as much as $75 per minute.

The more complex your video content is, the more you may expect to pay. With traditional dubbing being such an intricate process, the costs make sense – especially if you decide to work with high-quality professionals.

Innovation in Dubbing Solutions

While the process of traditional dubbing can be lengthy, complicated, and costly, new technology such as artificial intelligence (AI) and synthetic voice creation has allowed much innovation in the space of dubbing solutions.

One such solution, AI dubbing or automated dubbing, refers to the process of using artificial intelligence and machine learning algorithms to automatically generate dubbed audio tracks for video content.

This technology analyzes the original dialogue and generates corresponding audio in the desired language.

Due to its automated nature, AI dubbing offers greater flexibility and affordability than traditional dubbing.

However, AI dubbing solutions that only use AI for the entirety of the process often result in quality issues that may negatively impact the end-user experience.

When selecting vendors that offer AI dubbing solutions, be sure that their process involves both humans and AI technology.

An AI dubbing solution that’s driven by humans and supported by AI technology will ensure the best of both worlds – high-quality dubs and lower costs that work within your organization’s budget.

Learn about 3Play’s high-quality and cost-effective AI Dubbing →

The Subtitling Workflow

There are two main ways to create subtitles – the DIY route or translation vendor. Similar to creating captions, subtitling on your own can be a costly and time-consuming process.

The DIY process requires manually transcribing the audio in the original language, which could take 4-5 times longer than the length of the video. It also requires doing the translations on your own, ensuring they’re both accurate and in the same cultural context as the original audio.

With a translation vendor, you’re able to cut down on cost and time, especially if your organization produces a large amount of video content. A good vendor will be able to take on the responsibility of the transcription and translation process and deliver the final output to you or automatically upload it to your video.

The cost of subtitling can vary depending on the process you choose to undergo.

At first glance, the DIY route seems like the cheaper option. However, once your video content needs increase, it becomes exponentially more expensive and harder to maintain quality, consistency, and efficiency. It’s only recommended to DIY your translations when you have a very small quantity of video content.

With a vendor, the cost of translations can range from $10-26 per minute depending on the language. When working with a translation vendor, be sure that the company values quality. Although some vendors are lower in cost, they could be sacrificing accuracy which will ultimately cost more money down the road.

Choosing the Right Option for Your Organization

So, where do you stand on subtitling vs. dubbing? Both certainly offer benefits to your organization and to the viewer experience. Whether your company decides to go with subtitling, dubbing, or a combination of the two, we believe it’s important to empower you with the most essential information to make an informed decision.

3Play Media has provided thousands of our customers with high-quality, accurate localization services. As a one-stop, full-service video accessibility company, 3Play Media offers localization services as a seamless addition to your other video accessibility needs.

Looking to get started with localization services? Our team of experts is here to help:

FAQs

About the author

Jaclyn Lazzari

Jaclyn is a marketing professional at 3Play Media with 7+ years in the video accessibility space. When she’s not at work, she’s exploring coastal New England, baking with seasonal ingredients, or enjoying football Sundays with her family.

The post Subtitling vs. Dubbing: Which is Right for Your Audience? appeared first on 3Play Media.

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• Dubbing

What Is Dubbing? Everything You Need to Know About Dubbing Videos

Jaclyn Lazzari

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October 15, 2025

Download Dubbing Checklist

Dubbing is a common practice in the film and video industry, yet many people are still unsure of exactly what it is. That’s because dubbing preferences vary significantly by country and are shaped by the cultural landscape. It also means that diving into the world of dubbing goes well beyond how it’s made.

In this blog, we’ll discuss the history and cultural aspects of dubbing, what makes it stand out, and how it’s created. Ultimately, we’ll answer the question that has many scratching their heads – exactly what does dubbing mean?

Key Takeaways

• Dubbing connects global audiences. It replaces original dialogue with translated audio for a more immersive, accessible viewing experience.
• Cultural preferences matter. Regions like Germany and France favor dubbing, while others, like the U.S. and U.K., prefer subtitles.
• AI is reshaping dubbing. Human-in-the-loop AI combines automation and native expertise for high-quality, scalable localization.

Free Resource

Dubbing Checklist

This checklist provides an overview of key factors to consider when adding voice-over or dubbing to your next project.

Download

Understanding Dubbing

Dubbing is a vital aspect of globalizing content. It’s a content localization method that allows global audiences to consume media in their native or preferred language.

The dubbing process involves replacing the original dialogue in a film, television show, or short-form video with a translated version in a different language, allowing viewers to hear the dialogue in their preferred language.

Dubbing is different than subtitling, which provides a text representation of the original audio and lets viewers read the dialogue in their native language while still hearing the content’s original language.

Dubbing Examples

If you’re wondering where you can find dubbed content, it’s everywhere. Look no further than your Netflix account. There, you’ll find popular foreign content such as Dark (German), Money Heist (Spanish), and Squid Game (Korean).

All feature English dubs over the original language tracks, allowing English speakers to hear the popular series in their native language.

Here’s an example of the German dub of the TV show Friends (originally produced in English):

So, what is dubbing? Next time someone asks, tell them it’s a powerful way to make video content more accessible to people around the globe.

Dubbing Preferences in the Global Market

Speaking of around the globe, preferences for subtitling vs. dubbing vary internationally.

Unique preferences for dubbing styles differ by region, reflecting cultural norms and audience expectations. Well-executed dubbing seeks to embrace those cultural preferences, enhance audience engagement and immersion, and foster a deeper connection with the story and characters.

What causes the variation in dubbing preferences globally?

A Brief History of Dubbing

Most international dubbing and subtitling preferences were established by the end of World War II and haven’t changed much since.

Beyond economic motivators and historical context, cultural factors such as English language education, viewing preferences, and dubbing availability and quality all impact how people from different countries prefer to engage with foreign content.

At a time where the majority of the world’s popular entertainment came from Hollywood, dubbing established itself as the main method of localizing films for France, Italy, Germany, and Spain.

Well-executed dubbing is known for accurately capturing the cultural nuances of language, such as humor and cultural references. This results in a viewing experience that closely mirrors the original language content.

Data from recent years shows us dubbing and subtitling preferences by country.

Countries that prefer dubbing:

• Germany
• Italy
• France
• Brazil
• Spain

Countries that prefer subtitling:

• United States
• United Kingdom
• India
• China
• Japan

Learn about 3Play’s human-in-the-loop AI Dubbing solution

Regardless of cultural expectations, media producers stand much to gain from dubbing and subtitling their content. Utilizing both ensures that you’re catering to global variations in content consumption preferences. In other words, it means you’re broadening your global reach.

The Dubbing Process

Dubbing involves translating the original script, casting voice actors, recording dialogue, and syncing it with the video to ensure accuracy and synchronization. It should fit seamlessly into the video, feel natural, and deliver an immersive experience for viewers.

The key to a successful dubbing output is to portray the emotion and tone of the original audio. Creating traditional dubbing tracks requires extensive planning to create a quality result.

Traditional Dubbing and Other Methods

The traditional dubbing process is an established dubbing method in the media industry. It is often a lengthy, manual, and expensive process, requiring creating a script, hiring voice talent, recording the dubbing track, post-production editing, and publishing.

Traditional dubbing is commonly used for long-form, cinematic content as high-profile production studios often possess the budget, resources, and expertise to produce traditional dubs.

Traditional dubbing isn’t the only way to dub content. The growing capabilities of artificial intelligence (AI) have introduced innovations and methods for dubbing content.

AI Dubbing or automated dubbing uses advances in artificial intelligence and machine learning algorithms to automate critical dubbing steps, while also allowing for human oversight. This process ensures a high-quality output at a fraction of the cost.

Both traditional dubbing and AI dubbing are valid options, and there are advantages and challenges to consider for both methods.

Understanding Dubbing Lingo

At this point, we’ve answered the question, “What does dubbing mean?” However, other related dubbing terms will enhance your knowledge of the subject.

The Different Dubbing Types

Dubbing, as a general term, completely replaces the audio track of the original performance with a new language and fully captures the emotion and tone of the original content.

There are a few different types of dubbing: lip-sync dubbing, voice replacement dubbing, and voiceover. While people may use these words interchangeably, they are different.

Voice Replacement Dubbing

Voice replacement dubbing replaces the original audio with a different language. However, it doesn’t perfectly match the mouth movements of the people on screen. Voice replacement dubbing is still well-timed with the original content.

Lip-Sync Dubbing

On the other hand, lip-sync dubbing closely matches lip movements of the people on screen, further enhancing the realism of dubbed content and allowing the viewing experience to feel unimpeded.

Voiceover

Voiceover is when a person is narrating or describing what’s on screen, and it’s clear to the viewer that the voiceover is separate from the audio track. The voiceover can be in the content’s original language or can be translated into another language.

In this scene from Friends, you can hear each of the character’s train of thought in the form of an off-screen voiceover while the character’s actions continue on screen.

Each of these dubbing use cases has their benefits. Choosing voiceover, lip-sync dubbing, or voice replacement dubbing depends on the experience you want to convey to your audience.

AI Dubbing

AI dubbing (a form of AI Localization) utilizes artificial intelligence algorithms to automate certain aspects of the dubbing process, such as synthetic voice creation and translation. It allows for greater affordability and flexibility than traditional dubbing.

One challenge in this space is that solutions that use only AI throughout the entire process yield low-quality dubs more often than not.

As AI usage becomes more prevalent in the AI dubbing space, humans (ideally native speakers) must be part of the language dubbing process for quality and cultural sensitivity purposes.

Human-in-the-Loop Dubbing

Human-in-the-loop is a process used in AI dubbing where AI technology and humans perform jointly to optimize results. Rather than leaving dubbing to the unreliable quality of AI-only solutions, the human-in-the-loop process ensures accurate transcreation.

Transcreation is translating content while maintaining the original intent, style, and tone of the message.

Humans play a crucial role in dubbing by providing artistic interpretation, emotional expression, and quality control throughout the process.

AI dubbing processes that incorporate human-in-the-loop will inevitably provide greater depth and authenticity to dubbed content, capturing the nuances of tone, emotion, and cultural context.

Webinar on Demand

The 3Play Way: AI Dubbing

Discover how 3Play Media’s innovative AI Dubbing solution is revolutionizing video localization by simplifying workflows and providing the best practices needed to create truly accessible and global content.

Watch Now

Dubbing Use Cases by Industry

Dubbing isn’t just for entertainment, it’s a powerful tool for any industry or creator looking to reach global audiences or make content more accessible. Here are some of the key sectors that can benefit:

• Entertainment and Media: From films and TV shows to streaming platforms, dubbing allows studios to connect with audiences worldwide in their native languages, improving viewer engagement and expanding market reach.
• eLearning and Education: Educational institutions, training providers, and online course creators use dubbing to make courses, tutorials, and lectures accessible to international learners. It breaks down language barriers and enables organizations to make their content accessible globally.
• Online Content Creators: YouTubers, podcasters, and influencers can use dubbing to grow their international fan base by offering localized versions of their videos or shows, making their content more discoverable and engaging across different languages and regions.
• Corporate and Training: Global organizations rely on dubbing for internal communications, onboarding videos, and compliance training. Localized audio helps ensure employees across regions understand information clearly and consistently.
• Marketing and Advertising: Brands and content creators can reach new markets by dubbing promotional videos, product demos, and social content into local languages.

The Benefits of Dubbing Your Video Content

Now that we’ve answered the question ‘What is dubbing?” you may be wondering if it’s right for your content. Your viewers will find value in dubbed content for the following reasons:

• It portrays the emotion and tone of the original audio.
• It allows them to immerse themselves in the content rather than read subtitles.
• It helps people who struggle with reading or cannot read.
• It enables multitasking while listening to content.

Ultimately, dubbing provides the opportunity to reach new global markets. If your goal is to grow your audience and monetize your content, dubbing is a tool that will help you accomplish just that.

Challenges of Dubbing

While dubbing helps make content more accessible and engaging across languages, it comes with several challenges that can impact both quality and cost.

1. Lip-sync and performance accuracy: Matching translated dialogue to the actors’ lip movements and emotional tone is a complex process. Poor synchronization can break immersion and distract viewers, which is why precision is essential.
2. Cultural and linguistic adaptation: Literal translations often don’t capture local idioms, humor, or cultural references. Effective dubbing requires thoughtful adaptation (often utilizing professional linguists) to make dialogue sound natural and culturally relevant.
3. High production costs: Traditional dubbing is resource-intensive, requiring translators, voice actors, audio engineers, and multiple review rounds. This can quickly become expensive, especially for large-scale projects or multilingual releases.

That’s where 3Play Media’s human-in-the-loop dubbing solution makes a difference. 3Play delivers high-quality, natural-sounding dubbed content at scale, helping organizations overcome cost and time barriers without compromising on accuracy or emotional impact.

Ready to Globalize Your Video Content?

Dubbing is essential for making video content accessible to global audiences and enhancing cross-cultural understanding. Dubbing and subtitling are two primary localization techniques, each with its benefits and challenges, while human-in-the-loop AI solutions offer opportunities for innovation in dubbing.

As the video content market becomes more saturated, dubbing is a valuable tool brands can use to differentiate and further monetize their content globally.

Are you ready to level up your video content and go global?

3Play Media has provided thousands of our customers with high-quality, accurate localization services. As a one-stop, full-service video accessibility company, 3Play Media offers localization services, including AI Dubbing, as a seamless addition to your other video accessibility needs. Learn more:

Dubbing FAQs

This post was originally published on March 6th, 2024 by Jaclyn Lazzari and has since been updated by Noah Pearson for comprehensiveness, clarity, and accuracy.

About the author

Jaclyn Lazzari

Jaclyn is a marketing professional at 3Play Media with 7+ years in the video accessibility space. When she’s not at work, she’s exploring coastal New England, baking with seasonal ingredients, or enjoying football Sundays with her family.

The post What Is Dubbing? Everything You Need to Know About Dubbing Videos appeared first on 3Play Media.

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• Accessibility

NBC Sports and 3Play Media Team Up to Enhance Accessibility for 2024 Paris Olympics

Jaclyn Lazzari

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August 29, 2024

Learn More About Media Accessibility Solutions for Sports

The 2024 Paris Olympics have wrapped up, leaving a legacy of athletic achievement and unparalleled accessibility in sports broadcasting.

In a landmark collaboration, NBC Sports and 3Play Media exemplified a strong commitment to inclusivity, ensuring every moment of the Games was accessible to all viewers. This partnership prioritized high-quality captioning for short-form video highlights across all digital platforms, setting a new standard for how sporting events can embrace digital access.

Raising the Bar: A Landmark Collaboration

NBC Sports forged a significant partnership with 3Play Media, aiming to revolutionize the way audiences engage with Olympic coverage. This collaboration emphasized delivering exceptional digital access using a combination of Automatic Speech Recognition (ASR) and human-produced captions to provide coverage for 4,000 video highlights from the Olympic Trials and Games.

“For digital platforms, NBC made the commitment to cover every sport, session, and medal event. That meant cranking out 200+ captioned highlights per day, with a substantial number from less-familiar sports like team handball and rhythmic gymnastics…each with its own rules and jargon, and athletes from everywhere – Uzbeks, Botswanans, East Timorese. They’re all Olympians, so whether they were Sha’Carri Richardson of the USA or Enkhjargal Munguntsetseg of Mongolia, we had to get names right. That’s why we depended on 3Play’s combination of ASR and human captioning to make sure we were honoring the athlete’s commitment.”

— Eric Hamilton, NBC Sports’ Director of Digital Video Production for the Olympics

With a captioning workflow that fit seamlessly in NBC Sports’ existing delivery workflows, the 3Play team provided high-quality captions at remarkable speeds, with turnaround times under two hours.

In an extensive effort, eighteen months in the making, NBC Sports and 3Play Media established a comprehensive strategy for enhancing accessibility during the Olympics. The team’s dedication ensured all viewers could fully immerse themselves in the Olympic experience without encountering barriers.

Setting a New Standard for Accessibility

NBC Sports was driven by its commitment to not just meet but exceed past performance in accessibility.

As Robert McKnight, Director of Media Operations at NBC Sports, highlighted, “Every Olympics, we strive to do better than what we have done previously – there’s always room to grow; and the 2024 Paris Olympics were no different.”

In previous Olympic Games, relying solely on AI-generated captions proved challenging, particularly with the complexity of athlete names and the background noise from enthusiastic crowds, resulting in accuracy rates as low as 50%.

“The challenge presented to us was ‘how do you provide video assets with great quality captions as quickly as possible’; and that’s what 3Play Media helped solve with their 1, 2 punch of ASR and human captions.”

— Robert McKnight, NBC Sports Director of Media Operations

3Play Media’s innovative strategy addressed the accuracy challenges of the past and ensured that the Olympics were accessible to a diverse range of viewers. The NBC Sports and 3Play Media partnership demonstrated that by integrating advanced technology with human expertise, it’s possible to create an inclusive viewing experience that aligns with the spirit of the Olympic Games.

Looking Ahead to the 2024 Paralympic Games

As the Olympic flame passes to the 2024 Paris Paralympics, NBC Sports and 3Play Media are once again joining forces to offer a global event where accessibility remains central to the viewing experience.

“3Play has proven to be a great partner during the Paris Olympic Games, responding quickly and effectively to a variety of inquiries. Heading into the Paralympics, we are confident 3Play will continue to be a valuable partner.”

— Christine Dombek, Senior Product Manager of NBC Direct to Consumer TVEverywhere

Building on the successes and lessons learned from the Olympic Games, this continued partnership will focus on delivering high-quality captions and inclusive content for every event. The commitment to innovation and excellence in accessibility will carry forward, ensuring that the Paralympic Games are just as immersive and accessible for all viewers.

“We are honored to have contributed to making the Olympic experience inclusive for all viewers. As we gear up for the Paralympics, our commitment to delivering high-quality, real-time captioning remains unwavering.”

— Josh Miller, 3Play Media Co-CEO and Co-Founder

This collaboration underscores a shared vision for the future of sports broadcasting—one where no viewer is left behind. As NBC Sports and 3Play Media continue pushing the boundaries of accessibility, they are setting a precedent for future events, ensuring that every fan can fully participate in the excitement of the Games.

The journey doesn’t end with the Olympics. It continues with the Paralympics and beyond, shaping a more inclusive world for all.

Discover Seamless Accessibility for Your Sports Content

There are thousands of highlights available from the 2024 Paris Olympics on Peacock and NBC Olympics, with more content on the way from the Paris Paralympic Games kicking off on August 28, 2024.

For more details on this groundbreaking NBC Sports and 3Play Media collaboration, read the full article on Sports Video Group.

About the author

Jaclyn Lazzari

Jaclyn is a marketing professional at 3Play Media with 7+ years in the video accessibility space. When she’s not at work, she’s exploring coastal New England, baking with seasonal ingredients, or enjoying football Sundays with her family.

The post NBC Sports and 3Play Media Team Up to Enhance Accessibility for 2024 Paris Olympics appeared first on 3Play Media.

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• Dubbing

Expert Insights: A Deep Dive Into Advancements in AI Dubbing with Engineering Leader

Jaclyn Lazzari

•

August 16, 2024

Reach Global Audiences with 3Play’s AI Dubbing Solution

In recent years, artificial intelligence (AI) has made significant strides in various industries, and the dubbing industry is no exception. The allure of AI dubbing systems is their promise of speed, efficiency, and cost-effectiveness. However, despite these advancements, AI-only solutions often fall short in delivering the quality and nuance that human-in-the-loop (HITL) dubbing systems can achieve.

In this blog post, we explore advancements in AI dubbing and the distinction between AI-only and HITL dubbing processes with insights from an SVP of Engineering, Dan Caddigan.

Exploring the Evolution of Advancements in AI Dubbing

Meet the Expert

Dan Caddigan, SVP of Engineering at 3Play Media, brings 20+ years of technology leadership to the forefront of AI dubbing. His deep understanding of generative AI and its applications continues to advance AI dubbing technologies, reshaping the landscape of media localization.

At first glance, AI-generated dubs seem like a magical solution, offering a seamless, automated process. AI voices can sometimes be so realistic that it’s hard to tell them apart from human voices – a testament to how far the technology has come.

However, a closer examination reveals that these fully automated systems often lack the quality required for professional applications. As Caddigan puts it, “AI has made significant strides in the dubbing industry, becoming an essential tool for media production. However, given the number of moving pieces in the dubbing process, fully automated dubs have various categories of quality issues.”

The dubbing industry is evolving rapidly with advancements in AI technology, offering ever-expanding options. Self-service AI tools enable users to handle their dubbing needs independently but fully relying on AI from end-to-end can lead to significant limitations throughout the dubbing process.

To understand these limitations and the benefits of incorporating human oversight, let’s dive into the current state of technology throughout the dynamic AI dubbing process.

To further explore advancements in AI dubbing, learn more about Human-in-the-Loop and its impact on the dubbing process.

From Automation to Collaboration: AI-Only vs. Human-in-the-Loop Dubbing

To understand the limitations of AI-only dubbing and the benefits of human-in-the-loop, let’s dive into the current state of AI dubbing technology within each step of the process.

Automated Speech Recognition (ASR)

The first step in a fully automated dubbing process is transcription through Automated Speech Recognition (ASR), which converts spoken language into text. Despite advancements, ASR technology is still far from perfect. Caddigan explains, “ASR is really only effective in a limited environment – single speaker, limited background noise, good audio quality and connection.” However, when the above challenges are introduced, “ASR quality falls apart quickly.”

Even the most accurate ASR engines have an average Word Error Rate (WER) of around 7.5%, and any given media transcript has a 1 in 5 chance of scoring 10% or worse in WER. This inaccuracy can significantly affect the quality of the final dub. Caddigan says, “If you’re going with full AI dubbing without [human] edits, you should expect the end result to have lower accuracy.”

To address this, there are a few options:

• Accept the poor-quality source: This will significantly affect the final dub’s quality and negatively impact the viewing experience and accessibility.
• Manually fix it: Editing and correcting multiple ASR transcripts can be time-consuming, especially when dubbing into many languages.
• Utilize a human-in-the-loop dubbing service: As part of the service, humans conduct quality checks on the initial ASR transcript, ensuring a more accurate starting point.

Whether you are editing the transcript yourself or enlisting a HITL service, it’s important to ensure that the initial transcription is 99%+ accurate to guarantee a solid foundation for the rest of the dubbing process.

Read the 2024 State of ASR Report

Machine Translation (MT)

Once the ASR transcript is generated, the dubbing process continues on to translation. If the initial transcript was created using only ASR and was not cleaned up, using machine translation (MT) will only compound the initial errors. “Errors in an ASR transcript multiply with machine translation. Even perfect source language can introduce inaccuracies, and initial errors will amplify in the translated output,” says Caddigan.

Recently, we’ve seen generative AI models rising on the machine translation leaderboards. This introduces a new challenge to dubbing workflows – hallucinations – instances that create nonsensical outputs. Caddigan explains, “Generative models are simply predicting the next token (words), given what it’s already seen. Most of the time, this produces an accurate result. Sometimes, though, it spits out gibberish, so it’s always wise to have a human review generative results.”

Machine translation also struggles with regional terminology and brand-specific tone and language. Furthermore, the translated text must match the timing of the original speech, a task current MT models cannot accurately perform.

Caddigan notes, “Current Machine Translation models are not capable of producing translations that synthesize to a specific duration,” resulting in translations that are too long or too short. We’ll talk more about this challenge in the next section.

Synchronizing Dubbing with Speech

Timing is critical in dubbing and ultimately impacts the overall viewing experience. The translated text must match the timing of the speaker’s mouth movements as closely as possible, otherwise, it won’t be enjoyable to watch. For example, if the speaker talks for 2 seconds but the machine translation creates a 3-second translation, the timing will be off and the viewer will notice.

With a human involved, they can intervene and re-translate to better match the timing of the original audio. Caddigan highlights, “At 3Play, we have tools that help us resynthesize segments to ensure proper timing alignment, but AI-only systems only do one pass” which significantly impacts synchronization results.

Direct translations from English to other languages can result in a 20-30% increase in spoken content (when translating English to German or Spanish for example). AI-only dubs either need to speed the content up to unnatural levels, force a misalignment, or some combination of both. However, with a HITL solution, the segments get re-worded to preserve alignment and tempo.

Speech Synthesis

Speech synthesis technology has seen significant advancements, producing high-quality outcomes most of the time. However, there are limitations when using synthesized speech technology. Caddigan explains, “Some percentage of segments will sound unnatural due to the nature of some generative AI models.”

These language models may also mispronounce words, requiring phonetic spelling adjustments to achieve proper pronunciation. Caddigan emphasizes, “You should expect some number of ‘synthesis errors’ after an AI-only dubbing run, based on the length of content. Each speaking segment has some probability of unnatural, garbled, or mispronounced speech. Multiply that out by the length of your content and that’s how many errors you’ll have – it’s just math.”

In a self-serve tool, for instance, users must review each segment of speech and rerun the AI speech model as needed. In contrast, a HITL dubbing solution ensures that someone is overseeing the quality of the synthesized speech outcome, meaning you don’t have to conduct quality checks yourself (saving you time).

Voice Matching

Voice matching is a new technique in AI dubbing where speakers’ voices are matched against a large database of voices, making it seem as if their voice was cloned. In an AI-only system, the AI must guess how many speakers there are and precisely at what times they’re speaking. It then “matches” their voice from these audio samples. Currently, this process is highly error-prone as AI models are not good at speaker diarization – an automatic process that segments an audio recording into distinct sections based on the identity of each speaker.

This leads to several pitfalls.

Caddigan explains, “If the model identifies the wrong number of speakers, it will blend voices and two speakers will be assigned the same voice.” This will confuse the viewer in the result – especially if two of the blended speakers are speaking to each other.

3Play’s HITL dubbing process addresses this by speaker-labeling every speaker during the initial transcription. This ensures accurate speaker identification and clean audio clips during the voice-matching step.

Background Audio Extraction

Last, but certainly not least, let’s discuss another important step in the AI dubbing process – background audio extraction. Background audio extraction models have gotten quite good, but still produce noticeable artifacts at times (incorrectly identifying background audio as voice or vice versa). To ensure maximal quality, the best approach is still to provide clean speaker tracks without background audio and mixing in the background audio post-dubbing.

In reality, not everyone is looking for the same end result or has the same inputs for dubbing. Caddigan emphasizes the importance of flexible workflow options in a HITL dubbing service that meets people where they are and considers their unique needs.

Have separate audio tracks? Only have the combined source video? It’s crucial to find an AI dubbing solution that will take whatever inputs you have to ensure the best quality result.

Looking to the Future of AI Dubbing

The advancements in AI have undoubtedly revolutionized the dubbing industry, providing tools that can significantly streamline the process. However, the limitations of AI-only solutions highlight the necessity of human involvement to ensure high-quality results.

As Caddigan puts it, “You shouldn’t expect the first time you do an AI-only dub to be ‘right’. There are just way too many variables. AI will get you close and lead to faster turnaround times, but you’ll need a human touch to smooth over AI’s shortcomings.”

As the dubbing industry continues to evolve, the advancements in AI dubbing have brought significant improvements, particularly when combined with human oversight. AI is a powerful tool, but it works best in collaboration with humans, ensuring that the final product provides the quality that viewers want.

The 3Play (Dubbing) Way: Combining AI with Human Precision

In the evolving landscape of AI dubbing, maintaining high-quality standards is crucial. The advancements of AI dubbing are undeniable, but as we’ve seen, combining AI with human expertise is essential for achieving the best results.

At 3Play Media, our human-in-the-loop (HITL) process ensures that while AI handles much of the work, human experts oversee the whole process and final output to guarantee accuracy and naturalness.

As Caddigan highlights, “The HITL process is essential for delivering the quality our customers expect. It’s our unique blend of AI, use case-specific tooling, flexible workflows and human expertise that sets us apart.”

By leveraging cutting-edge AI technology alongside experienced professionals, 3Play Media provides a robust, flexible dubbing solution that meets diverse needs.

Note: The landscape of AI dubbing is evolving at a rapid pace, and while we strive to keep this information as current as possible, some details may change as the technology advances. We encourage readers to stay informed on the latest developments and revisit this blog for updates.

About the author

Jaclyn Lazzari

Jaclyn is a marketing professional at 3Play Media with 7+ years in the video accessibility space. When she’s not at work, she’s exploring coastal New England, baking with seasonal ingredients, or enjoying football Sundays with her family.

The post Expert Insights: A Deep Dive Into Advancements in AI Dubbing with Engineering Leader appeared first on 3Play Media.

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• Captioning

NAD v. Netflix ADA Lawsuit Requires Captioning for Streaming Video

Jaclyn Lazzari

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March 26, 2021

The internet offers a unique challenge: how do we ensure that all of our digital products, services, and communications are accessible to people with disabilities? What are companies required to do to accommodate such users?

Federal disability laws still await comprehensive updates to keep pace with the digital world. The Americans with Disabilities Act (ADA) was set to receive input from the DOJ in 2018. However, such plans were dismissed in 2017 by the Trump administration and the DOJ indicated it would not give official guidance regarding website accessibility under the ADA.

Section 508 of the Rehabilitation Act got an ICT refresh in 2015 to reflect WCAG 2.0 accessible web design best practices.

Aside from direct amendments to the laws, or lack thereof (in the case of the ADA), disability case law has played a major role in setting precedent for how the ADA applies to the internet. One landmark case comes the mind:
NAD v. Netflix.

Free White Paper: How the ADA Impacts Video Accessibility 

The NAD v. Netflix ADA case was filed due to no captions for streaming content.

In June 2011, the National Association of the Deaf (NAD) filed suit against Netflix, citing their lack of closed captioning for streaming video as a violation of the ADA.

Netflix offered mail-order DVDs, which abided by FCC closed captioning rules, but its content for online streaming service was not captioned.

In 2015, more than half of all Americans watched Netflix. In 2020, there were 203.67 million Netflix subscribers worldwide. Because of its widespread use and popularity, the video streaming service must be made accessible to deaf and hard of hearing viewers.

NAD President Bobbie Beth Scoggins explained at the onset of the 2011 lawsuit:

Netflix claimed the ADA did not apply to its streaming platform.

Title III of the Americans with Disabilities Act specifies that “places of public accommodation” must be accessible to people with disabilities.

Netflix’s defense in the NAD v. Netflix ADA lawsuit was that its streaming business could not be considered a “place of public accommodation” because it’s not a physical place. It argued that the ADA was intended to increase access for people with disabilities to physical structures, like parks, museums, train stations, and theaters. Since Netflix streaming video is not a physical product or service, it argued that it can’t be considered a “place of public accommodation” and therefore isn’t subject to the ADA.

The ADA does not explicitly mention web services or digital products as being subject to its regulations. So, was Netflix right to argue it was exempt from ADA captioning requirements? The answer isn’t so simple.

The NAD argued that Netflix was subject to the ADA.

The NAD’s counsel acknowledged that of course the ADA doesn’t specifically mention the internet – because it was passed in 1990, before the internet was widespread.

That doesn’t mean that the internet is exempt from the ADA; it means that lawmakers need to redefine what public places are in a digital landscape.

So how is streaming video content on Netflix considered public?

The NAD counsel examined Netflix’s own advertising to illustrate this: “Watch what you want, when you want by streaming instantly over the internet right on your TV.”

Through this lens, Netflix delivers more than just the movie itself. It delivers the experience of instant access to the programs you want, streamed over the internet.

Unless that content is captioned, Netflix is not providing an equal experience for deaf and hard of hearing viewers. They get a lesser product than other members of the public.

The NAD also brought up the social aspect of Netflix streaming, how a family that cozies up on the couch to watch a movie on Netflix cannot equally include someone who does not hear. In this sense, Netflix is not just a private activity. It’s a shared, or public activity, which makes the ADA applicable.

The judge ruled that the ADA does apply to Netflix streaming video.

Judge Ponsor ruled that:

In other words, the judge ruled in favor of the NAD’s argument that Netflix is subject to the ADA and therefore must provide closed captioning for streaming web video.

Netflix was ordered to caption its streaming video library by 2014, and to continue captioning content published thereafter. It also paid the NAD $755,000 for legal fees and damages.

The NAD v. Netflix case leaves room for interpretation.

It’s important to note that the ruling in NAD v. Netflix was a Massachusetts district court decision, not a US Supreme Court decision. That means that this ruling provides a precedent for the ADA’s interpretation in regards to digital businesses, but it not the law of the land, officially. That leaves room for different interpretations and sometimes conflicting rulings.

In 2011, Netflix was the target of a different closed captioning lawsuit, Cullen v. Netflix. Filed by Donald Cullen, a deaf Netflix viewer, claimed that Netflix was breaking anti-discrimination law by failing to provide adequate closed captioning on its online streaming videos. In that case, the judge ruled that Netflix is not subject to the ADA because it is not a physical place – the exact opposite decision from NAD v. Netflix. This ruling is unpublished, however, which means it is not intended to set a legal precedent.

The NAD v. Netflix lawsuit sent a strong message to online video businesses.

The outcome of the lawsuit sent a strong message to video creators and distributors that the ADA may apply to your online content. This has far-reaching implications for other entertainment companies that stream video online, like Hulu or HBO Max. It can also affect how the ADA is interpreted in cases of educational videos, such as the closed captioning lawsuit against Harvard and MIT.

In the years since this case, Congress passed the 21st Century Communications and Video Accessibility Act (CVAA), which applies FCC closed captioning rules to any online video content that previously aired on American television with captions. This erased any doubt that TV shows streamed online require captions.

For more about how the ADA affects closed captioning for online video, download our free white paper, How the ADA Impacts Online Video Accessibility.

Download the Free White Paper on the ADA and Video Accessibility 

This post was originally published by Emily Griffin in July 2015 and has since been updated for accuracy, freshness, and comprehensiveness.

DISCLAIMER: This blog post is written for educational and general information purposes only, and does not constitute specific legal advice. This blog should not be used as a substitute for competent legal advice from a licensed professional attorney in your state.

About the author

Jaclyn Lazzari

Jaclyn is a marketing professional at 3Play Media with 7+ years in the video accessibility space. When she’s not at work, she’s exploring coastal New England, baking with seasonal ingredients, or enjoying football Sundays with her family.

The post NAD v. Netflix ADA Lawsuit Requires Captioning for Streaming Video appeared first on 3Play Media.

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• Audio Description

How to Add Audio Description (W3C-Approved Techniques)

Jaclyn Lazzari

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March 3, 2021

Do you want your video to comply with accessibility laws, be more accessible to those with disabilities, and engage a larger audience? Adding audio description (in addition to other accessible elements such as closed captions and transcripts) will create a more accessible viewing experience.

However, the big question we often hear is, how do you publish audio description?

Beginner’s Guide to Audio Description 

How to Add Audio Description (AD)

Audio description, also known as AD, may seem like a daunting task for those who are new to it. Often, the most efficient way to create audio description tracks is to outsource the process to a vendor who provides audio description services. However, this is not an option for everyone due to common barriers such as cost or lack of budget. You can create audio description tracks yourself. If you need help creating audio description yourself, W3C offers some great tips.

Whether you outsource your audio description to a vendor or create your own, finding a workable solution to publish audio descriptions and make them available to all viewers can be a challenge in itself.

The World Wide Web Consortium (W3C), an international community that develops Web standards, lists several sufficient techniques for publishing description to audio-visual material. All of these methods are reliable ways to meet the WCAG 2.1 audio description success criteria.

1. Secondary AD Track (with Compatible Video Players)

Adding a secondary, user-selectable soundtrack is a user-friendly option. It allows viewers to toggle between the original soundtrack (without AD) and a secondary version of the soundtrack (with AD).

The option to publish a secondary audio description track is highly dependent on media player capabilities since most devices or video players can’t merge multiple soundtracks.

 The Best Online Video Players for Audio Description   

For example, a viewer comes across a video file with two audio tracks, one with audio description. They can choose one of the two audio tracks in the media player, either without audio description. The secondary soundtrack may merge the original soundtrack with the audio description track. However, when using a platform that can simultaneously play two audio tracks, a secondary audio track containing just the description is sufficient. The latter option is the optimal user experience because it gives the user a choice to toggle audio description, just like closed captions.

2. Seperate Video with Audio Description

This approach adds the audio description to synchronized media by utilizing a second version of the movie where the original soundtrack and additional audio description merge into a single track.

In this case, the description is added to the original soundtrack during already-occurring pauses in dialogue and sound effects, ensuring that the description doesn’t obscure original content. This method would require creating and publishing two versions of the same content, one with audio description and one without it.

For example, if you needed to publish a described recording of a music concert: The first version would include the music solely. In contrast, the second version would consist of both the music and narration describing the actions of the performers on stage.

3. Extended Audio Description

This approach is similar to the one above in that you would publish two versions of the same video. The difference, however, is that the second version would provide extended audio descriptions.

One of the main obstacles in creating audio description is trying to fit a vast amount of narrative information into a brief window of time (such as during natural pauses in dialogue). However, with extended description, the video momentarily pauses to allow more time for descriptions when needed. For extended AD, provide a version of the movie with extended audio descriptions and a version without description. Depending on your video player capabilities, publish the content so that audio descriptions can be turned on and off (refer to option one above).

4. Text-Based Audio Description

This method is considered an alternative to audio description and is better-suited for media that doesn’t have important time-based information in the media’s original video portion. For example, this technique would be sufficient for “talking head” videos such as a press conference or lecture where an individual speaks in front of a static background without critical visual elements to describe. This technique is not suitable for a situation where there are several speakers and where the identity of the speakers is not made clear in the audio track.

5. Integrated Descriptions at the Time of Recording

Integrating descriptions is a more proactive approach to publishing audio description and doesn’t work for all scenarios. If you’re in the process of creating or recording a new video, this method involves writing or including descriptions in the script that describe all relevant visual information.

This method works well if a speaker is recording a presentation with a slide deck. For instance, if the slide deck contains critical visual information, such as a statistical graph, the speaker can describe the graph in detail during the recording.

6. WebVTT Description Track

This method is an advisory technique, as currently there isn’t enough user agent support. This method may not be the ideal way to provide audio description. However, it may be appropriate when other methods are not possible or available to the publisher.

HTML5 video allows for the use of a WebVTT description file. This file would be included as a element with the “description.” Screen readers should be able to read this file to provide descriptions to users. However, this functionality has minimal support across video players and is an imperfect method. Therefore, WebVTT description tracks may not be the best primary method for publishing audio descriptions.

 How to Create a WebVTT Description Track   

Audio Description Output Formats

If you utilize an audio description service, they may provide different audio description output formats.

Using the 3Play Media account system, you can instantly download your audio description files once they have been processed. Although accessibility laws may require audio description, many video players and online video platforms do not support description. Our service will provide multiple different output formats to alleviate any technical difficulties associated with audio description.

Your description files will stay in your account, allowing you to access any formats anytime.

The formats provided will include:

• A time-coded WebVTT audio description track that can be read by screen readers.
• A secondary MP3 or WAV audio file with synthesized speech of your description.
• A secondary MP3 or WAV audio file with synthesized speech of your description and the original audio.
• An MP4 video file with your streamed video, the original audio, and synthesized speech of your description./li>
• An audio description plugin that will allow your audio description file to play with video players that don’t support multiple audio tracks or WebVTT description tracks

 Audio Description Formats Explained   

Simple Audio Description Publishing with the 3Play Plugin

Most popular video players and platforms do not support WebVTT description tracks or secondary audio tracks – although there are exceptions. We provide the 3Play Plugin to make publishing audio description simple.

Our plugin is a simple embed that references your video. It plays the secondary audio description track along with your video, making it an excellent option for video players that don’t support audio description in a usable way. It’s also a great alternative to having to create a second version of the video with description.

The example below shows how the 3Play Plugin lets users toggle the audio description track on and off alongside the main audio track. Try it out!

Want to learn more about audio description? Check out our free guide for audio description beginners.

This post was originally published in April 2017 by Elisa Edelberg Lewis and has since been updated for clarity, freshness, and comprehensiveness.

This blog post is written for educational and general information purposes only, and does not constitute specific legal advice. This blog should not be used as a substitute for competent legal advice from a licensed professional attorney in your state.

About the author

Jaclyn Lazzari

Jaclyn is a marketing professional at 3Play Media with 7+ years in the video accessibility space. When she’s not at work, she’s exploring coastal New England, baking with seasonal ingredients, or enjoying football Sundays with her family.

The post How to Add Audio Description (W3C-Approved Techniques) appeared first on 3Play Media.

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• Live Captioning

Live Captions for StreamYard with 3Play Media

Jaclyn Lazzari

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February 12, 2021

Many companies and organizations use StreamYard to stream live online video to platforms like YouTube. Live captions for StreamYard ensures that your live video content is more accessible for people who are deaf or hard of hearing, and it helps boost engagement and improve user experience.

If you’re a 3Play Media customer, you may be wondering if you can utilize 3Play Media’s live auto-captioning or live professional captioning services for your live YouTube videos from StreamYard.

This post will go over the steps to get 3Play Media live captions for StreamYard YouTube broadcasts.

Steps for Live Captioning in StreamYard

For StreamYard’s Basic and Professional plan, it offers the option to broadcast live video to any video platform by creating a custom RTMP destination. The RTMP link is the workaround 3Play Media customers can use to push live auto or professional captions to YouTube.

After confirming relevant event times, you’ll indicate your estimated event duration, captioning overtime options, and event type, which helps our captioners prepare for the format of your event. You can also add relevant information such as an event description, speaker names, and a wordlist, which help increase accuracy.

Here’s how it works:

Step 1: Schedule a Live Event from YouTube

You’ll first need to schedule a live event on YouTube. Follow the specific steps to create and schedule an event within YouTube’s live studio. Follow these steps to create a live YouTube event.

Make sure you enable live captions for the event.

Step 2: Schedule Live Auto or Professional Captions in 3Play Media

To schedule live captions, you’ll log into the 3Play online platform, navigate to the live captioning interface, and select “schedule live captions.” In your 3Play Media account, ensure that you’ve already set up your integration with YouTube. From there, you’ll choose the video or conference platform on which you’d like your captions delivered.

Since you’ve scheduled your live event, you’re now able to schedule live auto or professional captions from 3Play Media.

Head to the Live Captioning module > Click Schedule Live Captions > Select the YouTube platform & the linked account > Choose the Scheduled Event for live captions > Configure the live caption settings > Click Schedule Events.

Note: You can schedule multiple live caption events at a time.

Step 3: Get the Stream Key and Stream URL

You’ll now need to obtain the stream key and the stream URL for live auto-captioning from your 3Play Media account.

The Stream URL and Stream Key can be found on your Live Event Details page in your 3Play account or the live event success page. To get to the event details page, click on the event title in the Live Captioning Module.

Step 4: Create a Custom RTMP Destination in Streamyard

Login to your StreamYard account and head to Destinations, then click Add Destination.

Now that you have the stream key and stream URL from 3Play Media, you’ll want to create a Custom RTMP destination.

Add the stream URL and stream key from 3Play Media in the URL and stream key field in StreamYard. Enter a Nickname for the RTMP server so that you can easily find it later.

Note: Do not check the box for “I have a server password.”

Step 5: Create a Broadcast in StreamYard

In StreamYard, Create a Broadcast using the RTMP server you just created using the stream URL and stream key from 3Play Media. When you click Create a Broadcast, a window will appear where you can select the server to which you want to broadcast (select the custom RTMP destination).

Name your broadcast and select Create Broadcast. Once you go live in StreamYard, live captions should appear in your streaming content.

Why Live Captions for StreamYard Matter

Put plainly, live captioning for StreamYard broadcasts is the right thing to do because it provides greater access for people with disabilities. Globally, there are 466 million deaf and hard of hearing individuals who often rely on closed captions to watch video content. Live captions can help ensure that live video and broadcast events are significantly more accessible to those who need them.

Beyond accessibility, live captions improve the viewing experience for everybody. 80% of people who use captions are not deaf or hard of hearing. A study by Facebook concluded that captions increase views by 12%. According to the Journal of the Academy of Marketing Science, captions improve brand recall, verbal memory, and behavioral intent. A Verizon Media and Publicis Media study found that 80% of people also said they’re more likely to watch an entire video with captions.

There are many reasons to provide live captions for StreamYard broadcasts and every live video event. With the steps above, you can work with 3Play Media to start live captioning on StreamYard now and in the future.

About the author

Jaclyn Lazzari

Jaclyn is a marketing professional at 3Play Media with 7+ years in the video accessibility space. When she’s not at work, she’s exploring coastal New England, baking with seasonal ingredients, or enjoying football Sundays with her family.

The post Live Captions for StreamYard with 3Play Media appeared first on 3Play Media.

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• Accessibility

8 Great Digital Accessibility Blogs to Follow

Jaclyn Lazzari

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January 27, 2021

It’s been a long-time coming, and finally, digital accessibility is in the spotlight. While things like digital accessibility blogs and inclusive web design are trending, brands must view accessibility not just as a passing trend. Instead, we must acknowledge digital access as a critical aspect of web design that’s here to stay.

Digital accessibility ensures that people with disabilities have equal access to all web content. Accessible websites also create a better overall user experience for everyone, with and without disabilities. It’s good for brand reputation, and it’s the right thing to do.

With the growth of web accessibility as a prioritization, companies often have many questions. Where does one begin when creating accessible websites? What are the digital accessibility laws? What’s the difference between mobile and desktop accessibility?

Digital Accessibility Blogs

Below, we’ve curated a list of helpful blogs covering everything from the legal landscape to WCAG best practices to how to build an accessible website from scratch.

A List Apart

A List Apart is a site for people who make websites, sharing information on web content creation, standards, and best practices. Aptly located under the parent topic of user experience are 79 in-depth digital accessibility articles.

You’ll learn about many facets of web accessibility, including ARIA, disability and accessible user experience, screen-reader accessibility, and the list goes on.

Deque Systems

Deque is a digital accessibility company that offers web and mobile accessibility consulting. Their comprehensive blog covers the latest trends and topics like web compliance, best practices, and developer & UX insights.

Equidox

Equidox’s blog provides valuable insights into digital accessibility standards and best practices. This blog is beneficial for those looking to improve their PDFs accessibility, with posts covering how to tag PDFs for assistive technologies and add alt text to PDF images.

Inclusive Components

Inclusive Components takes on a different approach to a traditional blog. The blog highlights the “components” of an accessible website. It takes a deep dive into individual web components and shows the reader how to achieve accessibility for each one.

Visit this blog, and you’ll discover how to make data tables, menu buttons, and tabbed interfaces accessible.

Law Office of Lainey Feingold

Lainey Feingold is an internationally recognized disability rights lawyer, public speaker, and pioneer of Structured Negotiation. She is known for negotiating landmark accessibility agreements, many described in her book, Structured Negotiation, A Winning Alternative to Lawsuits.

The Law Office of Lainey Feingold’s blog keeps readers up-to-date on landmark digital accessibility suits, settlement agreements, and the legal landscape as a whole.

Level Access

Level Access offers software, consulting, and training solutions that help companies ensure their websites are accessible and compliant.

It’s safe to say that Level Access knows their stuff regarding digital accessibility. Their blog provides learning opportunities for anyone from novices and newbies to experienced professionals.

Microassist

Microassist offers accessibility, custom eLearning, and classroom training services. They provide a digital accessibility digest that covers many unique topics such as digital accessibility in government bodies, voting accessibility, and accessibility outlooks.

UserWay

UserWay provides web accessibility solutions that help companies comply with ADA, Section 508, and WCAG requirements.

Their blog is comprehensive and keeps readers informed about the latest digital accessibility news. With everything from mobile accessibility to inclusive design to the legal landscape, UserWay’s blog visitors are sure to learn helpful tips and tricks.

Are you new to web accessibility? In addition to perusing the above digital accessibility blogs, be sure to watch this free webinar, Practical First Steps to Achieving Web accessibility and Reducing Liability Risk.

About the author

Jaclyn Lazzari

Jaclyn is a marketing professional at 3Play Media with 7+ years in the video accessibility space. When she’s not at work, she’s exploring coastal New England, baking with seasonal ingredients, or enjoying football Sundays with her family.

The post 8 Great Digital Accessibility Blogs to Follow appeared first on 3Play Media.

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• Accessibility

Disability In the Media: TV Shows Featuring Disabled People

Jaclyn Lazzari

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January 13, 2021

Representation matters. Disability in the media matters.

According to PBS, “Portrayals of [marginalized people] in the media not only affect how others see them, but it affects how they see themselves.”

People with disabilities have yet to reach proportional representation on screen. More often than not, show producers seem to miss the mark on writing and casting disabled characters. Perhaps the storyline adheres to incorrect stereotypes and offensive tropes, or the show casts non-disabled people to portray disabled characters. In either case, it’s a form of ableism, “the discrimination of and social prejudice against people with disabilities based on the belief that typical abilities are superior.” Show makers must veer away from upholding ableism in media, as it’s not an adequate or appropriate representation for disabled individuals.

In this blog post, we’re highlighting shows that recognized the importance of disability in the media and cast actors with disabilities to play characters with disabilities.

Crip Camp: A Disability Revolution

Crip Camp: A Disability Revolution is an American documentary film that won the Audience Award at the Sundance Film Festival premiere.

The film follows Larry Allison, Judith Heumann, James LeBrecht, Denise Sherer Jacobson, and Stephen Hofmann, a group of Camp Jened campers. Camp Janed was based in upstate New York and described as a “loose, free-spirited camp designed for teens with disabilities.”

The viewer is given a glimpse into the teen group’s journey to becoming activists for the 1970s disability rights movement and fight for accessibility legislation.

Watch a story of activism and advocacy unfold in Crip Camp: A Disability Revolution, available to stream on Netflix.

Deaf U

Deaf U is a Netflix reality docu-series that follows a group of deaf and hard of hearing students at Gallaudet University in Washington, DC. One of the series executive producers is Nyle DiMarco, a deaf activist, model, and actor, advocates for disability in the media and wanted to show various deaf experiences. His goal was “to show deaf people as humans, from all walks of life.”

The show introduces cast members Cheyenna Clearbrook, Rodney Burford, Tessa Lewis, Alexa Paulay-Simmons, Renate Rose, Daequan Taylor, and Dalton Taylor – each with different backgrounds, experiences, and stories to tell.

Overall, Deaf U offers much to both hearing and deaf individuals and provides a unique viewing experience. One must rely heavily on the captions and subtitles if they don’t know ASL (a usual experience for deaf and hard of hearing people).

Meet the Gallaudet University students in Deaf U, available to stream on Netflix.

Everything’s Gonna Be Okay

Everything’s Gonna Be Okay is a comedy series about Nicholas, a twenty-something Australian who suddenly becomes legal guardian to his two American teen half-sisters after their father’s death.

Kayla Cromer plays the character of Matilda, Nicholas’ autistic half-sister. Cromer herself is autistic, and in an interview with Teen Vogue, her “heart stopped” when she saw the show was seeking to cast an actress with autism for the role. She said, “After reading the pilot script, I instantly fell in love with Matilda.” Notably, Kromer is one of the first autistic actors to play the role of someone who is autistic, a significant milestone for the representation of disability in the media.

The writers for Everything’s Gonna Be Okay asked Cromer to share her own stories so that the story and character were authentic to her own experiences as someone who is autistic.

Watch Kayla Cromer’s dynamic performance in Everything’s Gonna Be Okay, available to stream on Freeform, Hulu, and other streaming platforms.

The Healing Powers of Dude

The Healing Powers of Dude is a comedy series on Netflix about a young boy with a social anxiety disorder who gets an emotional support dog, Dude, for support.

Sophie Kim plays Amara’s character, who Kim describes as a “theater nerd” who is “bold, witty, and chill.” Kim also loves writing, art, and singing show tunes to express emotions. The show features her singing and musical theater talents.

Sophie Kim expresses the importance of seeing disability in the media. Kim was born with congenital muscular dystrophy and uses a wheelchair to navigate.

Meet the intelligent and fearless Amara, played by Sophie Kim, in The Healing Powers of Dude, streaming on Netflix.

The Politician

The Politician is a comedy series on Netflix that follows upper-class Santa Barbaran, Payton Hobart, in several of his political races, including a run for high school class president and New York State Senator. Payton’s ultimate goal is to become the President of the United States one day, and his group of closest friends and political advisors will do anything to help him.

One of the series recurring characters, Andrew Cashman, is a former classmate of Payton’s with cerebral palsy who helps him run in the New York State Senate race. Andrew Cashman, played by Ryan Haddad, who has cerebral palsy, is a cunning and charismatic character with the primary goal of impressing his high school crush, Infinity Jackson.

Catch Ryan Haddad’s performance in The Politician, available to stream on Netflix.

Sex Education

Sex Education is a British comedy-drama series about a socially awkward teenage boy and friends who set up an underground sex therapy clinic at their high school. The series is authentic, hilarious, and relatable, doing its best to depict the unchartered territory many high school students struggle to navigate, including relationships, identity, home-life, and mental health.

In season two, the audience meets Isaac, a disabled teenage boy. Isaac, who uses a wheelchair, is a troublemaker with a massive crush on one of the series main characters, Maeve. Isaac’s character is played by George Robinson, who developed tetraplegia a few years ago after a rugby accident. With just a few appearances in Season 2 of the series, we’ll hopefully get to see more of Isaac’s storyline in Season 3, set to release in late 2021.

Binge the first two seasons and get to know Isaac in Sex Education, streaming now on Netflix.

When one sees a person on screen who looks like them or has had similar life experiences, it can make a lasting impact.

These movies and television series took steps to accurately represent disability in the media by hiring actors with disabilities and avoiding harmful tropes and stereotypes. Many of the shows recognized their lack of knowledge in the space and consulted with the disabled actors when writing for their characters. This created a space for a realistic and authentic portrayal of a person with a disability, rather than one fabricated by non-disabled people.

As the saying goes, “Nothing about us without us.” The phrase, used by disability activists and advocates, rings true in the media and our society as a whole.

Image Sources (in order of appearance)

1. Crip Camp Official Release Poster (Netflix, 2020)
2. Deaf U (Netflix, 2020)
3. Kayla Cromer (Teen Vogue, 2020)
4. Sophie Kim (Netflix, 2020)
5. Ryan Haddad (Netflix, 2020)
6. George Robinson (Netflix, 2020)

About the author

Jaclyn Lazzari

Jaclyn is a marketing professional at 3Play Media with 7+ years in the video accessibility space. When she’s not at work, she’s exploring coastal New England, baking with seasonal ingredients, or enjoying football Sundays with her family.

The post Disability In the Media: TV Shows Featuring Disabled People appeared first on 3Play Media.

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• Accessibility

Disabilities Directly Impacted by Accessible Video

Jaclyn Lazzari

•

December 23, 2020

An accessible video should be perceivable, operable, understandable, and robust, according to Web Content Accessibility Guidelines (WCAG). Anyone, with or without a disability, should have access to interact and engage with video content. When barriers are present, it’s a recipe for inaccessible video, which leaves millions of people with disabilities excluded from watching content.

In regards to accessible video, captions may be the first thing that comes to mind. However, captions aren’t the only video feature needed to improve equal access.

In addition to captions, audio description, flash warnings, and accessible video platforms are necessary to create video content without barriers.

10 Tips for Making Web Video Accessible 

How Accessible Video Impacts People with Disabilities

Accessible video impacts many people with disabilities, including those with ADHD, epilepsy, learning disabilities, and other disabilities. When creating video, it’s essential to practice universal and accessible design to ensure that everyone, regardless of disability, can watch video content safely, effectively, and without barriers. Asking people with disabilities about their needs is also a critical step in providing equal access and creating a more accessible world.

Attention Deficity Hyperactivity Disorder (ADHD)

According to the CDC, “ADHD is one of the most common neurodevelopmental disorders of childhood” and can often last into adulthood. The disorder causes several symptoms, some of which are difficulty listening, understanding, or remembering verbal information.

Captions may help those with ADHD as it can improve their focus on the content and the comprehension of information, as well as minimize any distractions.

Auditory Processing Disorder (APD)

People with auditory processing disorders may have trouble listening when background noise is present. According to Ohio State University’s Department of Speech and Hearing Science, they may also easily miss auditory information, have issues with the timing of auditory information, and struggle when people speak quickly.

For people with APD, captions can help combat background noise distractions and highlight relevant auditory information.

Autism Spectrum Disorder (ASD)

Autism spectrum disorder (ASD) is a developmental disability that can cause significant social, communication, and behavioral challenges (CDC). People with ASD may find it difficult to understand non-verbal communications, read others’ emotions, and process auditory information in cases where background noise is present or with multiple people speaking at once.

Captions and audio descriptions may help those with ASD because they can help emphasize human emotion and offer a different format of engagement, according to Judith Fellows, a researcher specializing in user experience, ethnography, and accessibility.

Audio description narrates the relevant visual information in video content. It highlights the emotion people display on-screen and reinforces the information through a secondary audio track. Captions offer a secondary visual element that identifies speakers, presents written dialogue and sound effects, and distinguishes relevant sounds from distracting background noise.

Blind & Low Vision

Accessible video with audio description is helpful for people who are blind or low vision. Audio description tracks paint a picture of the visual elements occurring on-screen and narrates essential visual information, such as action, settings, facial expressions, costumes, and scene changes. It ensures that those who can’t see the screen don’t miss key visual elements.

Accessible video platforms will also ensure that people who are blind or low vision and who use a screen reader can navigate the application without difficulty.

Chronic Migraine

For some people with chronic migraines, light and other visual stimuli can trigger migraine attacks. Flickering or pulsing lights and repetitive patterns may potentially spark a painful migraine in some viewers. An accessible video should include flash warnings, as needed, to ensure people with chronic migraine syndrome can avoid any of these harmful triggers.

Deaf & Hard of Hearing

People who are deaf and hard of hearing need captions to ensure accessible video. Captions are time-synchronized text frames that display at the bottom of a video screen. They include dialogue, speaker labels, and non-speech elements and act as a supplement to or substitute for the audio.

Epilepsy

For about 3% of people with epilepsy, exposure to flashing lights at specific intensities or certain visual patterns can trigger seizures. This condition is known as photosensitive epilepsy.

It’s helpful to provide a flash warning if there are any strobing effects or flashing graphics to provide a more accessible video for those with epilepsy. Web Content Accessibility Guidelines (WCAG) 2.3 provides success criteria to reduce the risk of video triggering seizures. In general, creating videos with flashing should be avoided – there should be no more than three general flashes and no more than three red flashes within any one-second period. If the video does contain flashing, a warning should be issued initially, giving the viewer ample time to exit out of the video before being exposed.

Note: Independent Television Commission (ITC) also provides guidance regarding flashing, flickering, and regular patterns in media.

Learning Disabilities

In the US, nearly one in five children have a learning disability. Learning disabilities can include dyslexia, ADHD, and processing disorders.

Recent research indicates that captions are a useful learning tool – 75% of students in one study reported that they use captions as a learning aid. Several other studies also show that captions can help strengthen the reading skills of students with learning disabilities, including reading speed, fluency, word knowledge, vocabulary, and comprehension.

How to Make Web Video Accessible (White Paper) 

Accessible video is essential and beneficial for many people with disabilities, and we recognize that the list above isn’t comprehensive. The best way to reach greater accessibility for all is to include people with disabilities in the discussion and to hear and honor their needs.

Everyone should have the opportunity to engage with and enjoy video content. Using video features like captions, audio description, flash warnings, and accessible video platforms is a start towards eliminating barriers and providing video content that is more universally accessible to everyone.

About the author

Jaclyn Lazzari

Jaclyn is a marketing professional at 3Play Media with 7+ years in the video accessibility space. When she’s not at work, she’s exploring coastal New England, baking with seasonal ingredients, or enjoying football Sundays with her family.

The post Disabilities Directly Impacted by Accessible Video appeared first on 3Play Media.

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• Accessibility

Gift Guide: Support Disability-Owned Business, Accessibility, & Inclusion

Jaclyn Lazzari

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December 9, 2020

The holidays are a time when many people enjoy gifting thoughtful items to their loved ones. This gift guide highlights several disability-owned business and features accessibility- and inclusion-focused products.

This holiday (and year-round) gift guide features gifts for everyone in your life, from cookie gift packages to inclusive greeting cards to advocate apparel and accessories.

For the Foodie

Collettey’s Cookies

Collette Divitto, who has Down syndrome, turned her passion for baking into a business. She founded Collettey’s to share her delicious cookie recipes (check out the “Amazing cookie”) and help create jobs for people with disabilities. Colette’s cookies are sure to spread some joy this holiday season with a cookie line-up from peanut butter to chocolate chip to oatmeal raisin. Collettey’s also sells gift packages with all the goodies.

Give the gift of yum to the dear foodies in your life. Collettey’s Signature Gift package includes a dozen delicious cookies, a mug to dunk the cookies in, and a story card right from the founder, Colette.

For the Book Worm

All She Wrote Books

All She Wrote Books is a book store that amplifies underrepresented voices through its thoughtfully curated selection of books spanning across all genres. Founded by Christina Pascucci Ciampa, All She Wrote aims to showcase books that speak to those who may often feel unrepresented in bookstores, like people with disabilities.

All She Wrote has a collection of books written by and for people with disabilities. Among the collection is Sitting Pretty by Rebekah Taussig, disability advocate and creator of the Instagram account @sitting_pretty.

“Sitting Pretty offers an honest look at disability and its effects on identity, love, money, and self-worth. Writing about the rhythms and textures of what it means to live in a body that doesn’t fit, Rebekah reflects on everything from the complications of kindness and charity, living both independently and dependently, experiencing intimacy, and the false idea of ‘ableism.’”

For Lovers of Art and Design

SixDotCo

SixDotCo is an Etsy shop that makes beautiful, handmade Braille greeting cards with watercolor illustrations. The shop’s tagline “What Words Feel Like,” indicates its mission to make accessible greeting cards for those who rely on Braille.

The cards are tactile and visually appealing. One reviewer said, “Loved getting to send my blind grandfather a ‘get well soon’ card that he could read on his own.” Another reviewer remarked, “What a beautiful way to make the world a little more inclusive…I was finally able to send a congratulations card that my friend could read.”

In a year where many of us are apart, send the gift of a hug with a warm greeting card.

Looking to send inclusive holiday and greeting cards to your loved ones? Go on – send a warm hug in the form of a greeting card.

Raine Collective

Brooke Sipek is the owner and founder of Raine Collective, which is based in Austin, Texas. Brooke is a Deaf artist and explains that the goal of the shop is to create a collective of Deaf women makers specializing in accessories and gifts.

Raine Collective features handmade geometric earrings, party supplies, and seasonal ornaments.

These glossy, geometric earrings will delight artsy folks looking to add an element of design to their outfit of the day.

For the Fierce Advocate

Advocate Like a Warrior

Advocate Like a Warrior is an online shop that sells apparel, homeware, and accessories that all sport the same message: Advocate like a warrior. The shop is run by Multiple Sclerosis warrior and advocate Jenna Green, who is an outspoken advocate for people with chronic and invisible illnesses.

A great gift for advocates, the Advocate Like a Warrior tote is useful for any outing and occasion.

Girls Chronically Rock

Keisha Greaves is a motivational speaker, the founder of Girls Chronically Rock, and the Massachusetts State Ambassador for the Muscular Dystrophy Association (MDA). Girls Chronically Rock offers inspired fashion celebrating Muscular Dystrophy and other chronic illnesses.

Girls Chronically Rock features accessories and t-shirts in multiple collections, including a Rare Disease collection, a Black Lives Matter Collection, and protective face masks.

This “Girls Chronically Rock” t-shirt supports Rare Diseases, defined as a condition that affects fewer than 200,000 people.

For the Style-Savvy

Two Blind Brothers

Bryan and Bradford Manning, two brothers with Stargardt’s disease, founded Two Blind Brothers to help give back to the blind community. Two Blind Brothers makes super soft, comfy clothing, and 100% of the profits go to Foundation Fighting Blindness. The company also employs blind people through organizations like Industries for the Blind.

From December 1st through December 20th, Two Blind Brothers has a “Shop Blind” event, in which you can make a purchase and receive a mystery item. Don’t worry, Two Blind Brothers guarantee you’ll love what you get. You can also shop their full collection if you prefer.

This super-soft NY Skyline Graphic Crewneck has raised Braille accents on a NY skyline, a braille “tag” with the word “feel” in Braille, and the shirt’s color in Braille on the hemline, all to create a functional and stylish piece.

RoseBYANDER

Alexis Ander Kashar, a Deaf civil rights attorney and entrepreneur, launched RoseBYANDER. In Ander Kashar’s career, she advocated for a more accessible society and learned the power of human connection through meaningful conversations. She discovered that jewelry could look good and spark connections in which people share their experiences and learn more about one another.

RoseBYANDER signature Love Sign Pendant Necklace depicts the sign language symbol for “I love you.” The necklace represents a universal meaning of love that one can wear as a symbol of love, advocacy, and community.

The mini pendant necklace is a small yet mighty accent to any attire.

For the Self-Care Obsessive

Hotsy Totsy Haus

Hotsy Totsy Haus is a luxury bath and body brand with the catchphrase “Unapologetically Extra.” Christi Leonardi, a deaf single mother and Anthropology graduate, founded Hotsy Totsy Haus in 2014. Hotsy Totsy Haus has the perfect gifts for those who enjoy a luxurious self-care moment, from creamy body butter to mesmerizing bath bombs.

Give the gift of self-care. The recipient of the Moonstruck Amethyst Cluster Bath Bomb Brick will be enchanted by this luscious vegan milk bath bomb as it melts. They’ll be struck with scents of sandalwood, black tea, and fresh-cut roses and surprised by rose, jasmine, and gomphrena buds.

 

View this post on Instagram

 

A post shared by Hotsy Totsy Haus (@hotsytotsyhaus)

 Do you know of any other disability-owned businesses or accessibility- and inclusion-focused gifts? We would love to hear from you! Share them with us in the comments section below. 

About the author

Jaclyn Lazzari

Jaclyn is a marketing professional at 3Play Media with 7+ years in the video accessibility space. When she’s not at work, she’s exploring coastal New England, baking with seasonal ingredients, or enjoying football Sundays with her family.

The post Gift Guide: Support Disability-Owned Business, Accessibility, & Inclusion appeared first on 3Play Media.

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• Accessibility

4 Important Reasons to Practice Inclusive Design

Jaclyn Lazzari

•

October 12, 2020

Inclusive design is the key to ensuring no one gets left behind in our increasingly digital society, and it’s more pertinent now than ever before.

While presenting for Fall 2020 ACCESS at Home, Krissie Barrick, Head of Digital Influencing at Scope, put it this way: “Being locked out of the online world is the same as being locked out of the world.” With a pandemic that’s forced society into lockdown, many people have turned to the digital sphere to stay connected. However, people with disabilities often face many digital access barriers, which can cause them to feel distanced from society and left behind.

If we, as a society, advocate for inclusive design and digital accessibility, we can reduce the barriers people with disabilities face when engaging with products, services, and organizations. We can ensure they feel included as valued members of our society.

What is Inclusive Design?

There may be confusion when it comes to differentiating between accessibility and inclusive design. Both are important, but they are not the same.

Accessibility is based on set principles, such as Web Content Accessibility Guidelines (WCAG), that guide the design of digital products and services for people with disabilities.

According to Barrick, “Inclusive design goes a step further and involves disabled users. You can practice inclusive design before you have a product… and you should practice it in the testing and iteration of that product.”

Inclusive design is a human-centered approach to design that aims to apply to as diverse a range of people as possible. Inclusive design is also referred to as universal design, as it often benefits everyone and is responsible for now mainstream innovations such as curb cuts, electric toothbrushes, and closed captions.

The Value of Inclusive Design

Companies and organizations may wonder whether or not inclusive design makes commercial sense. The short answer is yes, it does.

Companies must be mindful of the opportunity to improve access for people with disabilities and be aware of the potential size of the market they could tap into. We also know that inclusive design benefits everyone in the long run, and it’s human-centered approach to design ensures a better user experience across the board.

 Learn How to Embrace and Create Inclusive Content from Industry Leaders  

Why else should we prioritize universal design?

It’s the Right Thing to Do

One could argue the most important reason to practice inclusive design is that it’s the right thing to do. The social model of disability says that people are disabled by barriers in society, not by their condition. Barriers are caused by physical obstructions, like inaccessible restrooms, and societal attitudes, like assuming that people with disabilities can’t do certain things.

Of the global population, more than one billion have a disability. According to Barrick, of those disabilities, many are invisible, hidden, or not immediately apparent. Hidden disabilities, such as hearing loss and some chronic illnesses (among many other disabilities), impact people’s requirements from society. Digital technology has, in many cases, transformed the lives of people with disabilities, providing peer support, independence, and connection. 78% of disabled people told Scope that having access to digital technology is helpful or very helpful for their daily lives.

It’s widely known that people with wheelchairs require ramps and elevators to navigate the physical world. We must also understand that people with disabilities need accessible technology to navigate the digital space.

Great for SEO

Incorporating accessible semantic structure (H1, H2 tags), alt text for images, descriptive link text, and closed captions on videos are inclusive design measures that do wonders for search engine optimization (SEO).

Designing websites and content with inclusive design in mind can increase your site’s visibility and reduce your site maintenance costs.

The proof is in the pudding. Barrick laid out a case study in which Legal & General, a financial services company, developed a new website with accessibility at the forefront. After the launch of its new website, Legal & General noted a 25% increase in organic traffic within the first 24 hours, which later increased to 50%. Page load times were reduced by 75%. There were site maintenance savings of over $200,000, a reduction in time spent managing site content, and within twelve months, Legal & General saw a 100% return on investment.

Boost Brand and Be a Market Leader

Standing for inclusive design, equal access, and opportunity for all won’t go unnoticed by consumers.

Barrick notes that consumers prefer brands that demonstrate an ethical, sustainable core. Nearly two-thirds of consumers prefer to purchase products and services from companies that stand for a purpose and avoid companies who don’t.

Prioritizing accessible design practices can even position your brand as a leader in innovation. For instance, Apple keeps inclusive design at the forefront of all that it does. Microsoft bakes accessibility features into core products and created apps for people who are blind and hard of hearing. Both brands are regarded as leaders of the tech sphere.

There’s even potential to gain a competitive edge by implementing inclusive design. A recent study from WebAIM found that 98% of home pages from one million global websites failed to meet the minimum accessibility standards. By innovating to include and listen to customers with disabilities, brands can stand out from others in their industry.

Increase Sales and Consumer Base

From Scope’s The Big Hack Reporting Tool, one person with a disability shared, “I would like to spend more than I currently do, but I can’t because it’s such a laborious task. If websites, apps, and stores were more accessible, then I’d spend more because I’d have no restrictions.”

In the U.S. alone, 26% of the population has a disability. The U.S. Department of Labor found that Americans with disabilities have $175 billion in discretionary spending. Barrick compares inaccessible design to a store doorway and notes that not designing in an inclusive manner is the same as blocking the door for one in every four customers trying to shop.

By conducting business in an accessible and inclusive way, companies have the opportunity to boost sales and grow their consumer base.

Incorporating universal design into brands makes good business sense, and it’s the right thing to do. It’s time we all do our part to help create a world where no one feels left out.

Like what you’ve learned? There’s a lot more where this came from. Check out our free recording library from Fall 2020 ACCESS at Home to learn about accessibility for remote education, the state of video in 2020, how to increase online engagement in remote environments, and creating cultures of inclusivity in workplaces.

About the author

Jaclyn Lazzari

Jaclyn is a marketing professional at 3Play Media with 7+ years in the video accessibility space. When she’s not at work, she’s exploring coastal New England, baking with seasonal ingredients, or enjoying football Sundays with her family.

The post 4 Important Reasons to Practice Inclusive Design appeared first on 3Play Media.